Suzuki gears up for drive into Africa with AFCON 2025 sponsorship

Suzuki has struck a ‘significant’ deal with the Confederation of African Football (CAF) to become an Official Global Partner across four of the organisation’s flagship competitions – including the upcoming Africa Cup of Nations (AFCON) Morocco 2025 and next year’s Women’s AFCON Morocco 2026.

The agreement also covers the confederation’s Champions League and Confederation Cup for the 2026/27 season, cementing the motor company’s first large-scale move into African football. CAF General Secretary Véron Mosengo-Omba (pictured left) and Yusuke Kato (right), Suzuki’s Managing Officer for the EMEA region, completed the signing yesterday in Hamamatsu, Japan.

Suzuki say they will use the deal to build brand awareness across Africa, while the CAF hopes the Japanese automaker’s involvement will help enhance its global appeal and fan engagement.

Mosengo-Omba said the agreement reflects CAF’s effort to attract more top-tier international sponsors as African football enters a new commercial era. After lean and unstable years following the cancellation the Lagardere contract and FIFA’s takeover over of Africa’s business, the African governing body has begun to strengthen its corporate base, with Morocco 2025 expected to deliver record global audiences and advertising reach.

For Suzuki, the tie-up offers exposure to one of the world’s fastest-growing football markets – a strategic move as it looks to reinforce its presence across Africa’s emerging economies.

Yusuke Kato, Managing Officer and Executive General Manager, Automobile Marketing, Europe, Middle East and Africa, Suzuki Motor Corporation, said: “We are very pleased to have concluded a sponsorship agreement with CAF. Sport has the power to connect people and nurture hope for the future.

“Through this partnership, we aim to further strengthen the ties between Suzuki, soccer, and Africa, enhancing Suzuki’s brand presence across the continent. We will continue to support the lives of all who love soccer by delivering the joy of mobility and enriching their daily lives.”

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